Siyu Shen, a New York-based designer with a profound passion for food and drink, embarked on a journey to create her own soy milk brand, Dou. Her inspiration stemmed from the lack of authentic soy milk options that resonated with her childhood memories and cultural roots.
Driven by a desire to challenge misconceptions surrounding plant-based alternatives like soy milk, Siyu delved into the realm of brand identity and design to craft a product that bridged tradition with modernity. Drawing from her personal experiences and observations of consumer preferences, she sought to offer a genuine, compelling soy milk experience.
The foundation of Dou’s brand identity lies in its simplicity and warmth, mirroring the essence of the product itself. Siyu meticulously designed the logotype to convey accessibility and approachability, aiming to create a visual language that transcends cultural boundaries and appeals to a diverse audience.
Central to Dou’s visual identity is the choice of typefaces – Modak and Familjen Grotesk – each carefully selected to evoke a sense of charm and balance. The rounded forms of Modak, complemented by custom letterforms, lend a playful yet familiar quality to the brand, while Familjen Grotesk provides a minimalistic backdrop for visual harmony.
Complementing the brand’s typographic elements is a thoughtfully curated color palette, featuring monochromatic tones juxtaposed with a vibrant mustard yellow hue. Siyu’s strategic use of color aims to evoke the golden warmth of fresh soy milk, infusing the brand with a sense of vibrancy and softness.
Through her design process, Siyu aimed to capture the essence of soy milk as a beloved cultural staple, infusing Dou with a blend of nostalgia and contemporary appeal. The resulting brand identity exudes confidence and authenticity, inviting consumers to explore the rich tradition and nuanced flavors of soy milk.
As the landscape of non-dairy alternatives continues to evolve, brands like Dou stand out for their commitment to quality, cultural resonance, and innovative design. Siyu Shen’s creative vision not only reimagines soy milk but also redefines the intersection of food, design, and cultural storytelling in the modern era.
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